Professional Documents
Culture Documents
Business Plan MKTMGT Final
Business Plan MKTMGT Final
One of the mot crucial components of a marketing plan is the situation analysis. The majority of us have
probably devoured a bag of what is called a Lay’s chips
There are many companies in chips market. Our various products in this market are Ring chips,
Potato chips, milk products, chocolate and confectionery, ice-cream, mineral water, soft drinks etc..
In the chips market we have 15 percent share. Now we want to expand our market share through
satisfying our customer by their desired another product Carrot Chips. Therefore we are going to
launch a carrot chips named PK CHIPS
PK possesses good information about the market and knows a great deal about the common attributes of
the most prized customer. This information will be leveraged to better understand
who is served, what their specific needs are, and how PK can better communicate with them.
Vision:
A vision is a vivid mental image of what you want your business to be at some point in the
future, based on your goals and aspirations. ... A vision statement captures, in writing, the
essence of where you want to take your business, and can inspire you and your staff to reach
your goals
Our main vision is to making satisfy the customer and run profitably. Based on our R&D department
we have identified that our new product is in good demand. Most health conscious people are liking
to consume this product as this is ease to consume and time and cost effective
Pk has set geographic target area in Bangladesh. By leveraging the expansive reach of the Internet
and multiple delivery services, PK can serve both domestic and international in future. With the
demand of customers.
pk chips The total targeted population is 2.5 million users all over the Bangladesh.
Ages 7–35, with 65percent clustering around ages 20–40.The recreational users tend to cover the widest
age range,
Customer service: New concept for the food industry. We want to receive customer feedback and
opinion for our next product
Chips are a kind of mouthwatering food. This food was introduced for the first time in our
country in the decade of eighty’s. Initially the market was very small. But in course of time the
size of the market has been expanded at a significant rate. Now there is a widespread market of
chips in Bangladesh. The demand is so high that despite of the existence of a number of local
manufacturers, chips are also coming from other countries. Though the common belief is that
chips is a child food but the reality is people of all age have chips frequently. Chips can be easily
found in the luxurious shopping mall in the city as well as in the grocery shop in a remote village
of the country. So it’s a huge market of chips in Bangladesh.
Global potato chips market is segmented by type as fried, baked; by flavor as plain, salted and flavored.
Asper the distribution channel it is segmeneted as supermarket/hypermarket, convenience stores,
independent retailers, online retail stores and other distribution channels; and by geography.
Our Research and development department found that people preferring the new taste because they
has need of nutrition because it is good for health, and as they can consume the product easily
majority of people would like to have this product. And in south Asia region and Bangladeshi are
mostly affected by various types of diseases so in that case we provide our product as a solution of
nutrition. Therefore customers can easily consume based on their desired need. .
2.2.2 Weaknesses
2. As it is another flavor item, it will be hard to oversee clients for the organization.
3. Absence of legitimate information about the market and the interest since it's never
reviewed.
2.2.3 Opportunities
2.3 Competition
The chips industry in Bangladesh is not small. There are a lot of chips producers. Some
of them are national and some of them are local suppliers. Some companies also export their
chips. In our country many foreign brands are also available. They are comparatively costly also.
So the consumers taste and demand are changing from low quality chips to high quality chips.
Now the chips industry of Bangladesh is very competitive.
Strong dispersion channel: As this item has solid channel circulation channel, the
customer get it at each retail shop.
3.1 Mission
To give client best canned chips and draw in current clients of the current chips. Create
brand value in the market so that in future no organization can take the market by delivering
same item.
we will try to Increase the profit margin . Divarication is our product line
We want to create social vale for taking position in our customers mind
Our sales objective is 1000000 packet chips for the first six months.
Our main target market people are the young age’s people who like to eat chips very much. Mostly
the school going students and the children. Beside that we also focus the young generation people.
Although our main target market is young people but we also prefer the people of adult and old ages
people. Also our focus goes to all types of peoples of the country and the current user of the chips
mostly we target who are over 8, 50 percent have an School & college
3.5 Positioning
In all its activities, we are giving stress on PK will position itself as the premier aftermarket of snacks in
bangladesh
4.1 Product
As the market condition of our existing brands is not good and our relative market share and
market growth rate is low, that’s why we want to stop the production of our existing products.
Than we want to introduce our five new brands with the market. Our new five brands are
For launching a product in the market, there is some procedure that should be followed by every
marketer to move in the long run. Our product will enable our customers to have a different
experience to try our chips. They will be able to differentiate our product in quality which is unique
in the chips market. They will not be able to feel the same way for the other chips in the market.
Generally different size of chips packet will be produced for customer. These are small, medium and
big size
4.2 Pricing
Regarding pricing the researchers’ view is that there is flexibility in the market to price the
product. Chips could be priced between ranges of tk.7 to tk.10 provided that its packaging and
product quality are ensured. Color of packet is very important here. In our marketing plan, we
have shown the reasonable and competing price of our new five brands
Price is the amount of money customer wish to pay to obtain the product. Necessary strategies
pertain to the locations of customer price flexibility related item within a product lineand terms of
ale. Here, they can set maximum Tk.10 for small and TK.15 for medium and TK 20 large packet.
Distribution:
By using the present distribution channel PK Ltd can easily market this new product “PK Chips”. The
company has many consumer products. The company can use its present marketing channel to
make the products available all over the country. We also can make some new channels and assign
some distributors to promote this new product. PKLtd. can also use its current delivery vehicles to
deliver the new product “PK Chips” product to the wholesalers. The company can use its local
offices to deliver to the retailers. So at introduction stage, company’s current marketing channel is
enough to deliver the products to wholesalers and retailers. We can use mobile shop in the
shopping malls, offices and crowded areas so that people can purchase the product easily when
they like to consume
4.3 Distribution
PK will sell its products initially through its Web site. In addition to allowing for higher margins, this direct-to-the-consumer
approach will allow PK to maintain a close relationship with customers, which is essential for producing products that have a
true market demand. By the end of the year, PK also will have developed relationships with different skate shops and will begin
to sell some of its products through retailers
4.4 Communication
The company will take a mass public relation program.PK will have to take this kind of
promotional activities such as stall booking in many trade fair, child fair etc. to create a positive
image about the brand. The company needs no special personal selling program for this product.
In introduction stage sales promotion will not also be considered
The company will take a mass public relation program. Pk Ltd will have to
take this kind of promotional activities such as stall booking in many trade fair, child fair etc.
to create a positive image about the brand
4.5 Marketing Research
During the initial phase of the marketing plan development, several focus groups were held to
gain insight into prospective customers. These focus groups provided helpful insight into the
decision making processes.
The last source of market research is competitive analysis. Pk will send people to local
competitors to gain information about their product offerings and also its competitors’ product
offerings
5.0 Financials
This section will offer the financial overview of PK carrot chips related to marketing
activities. PK chips will address break-even analysis, sales forecasts, and expense forecasts and
indicate how these activities link to the marketing strategy.
Table 4 Milestones
Plan
Milestones StartDate EndDate Budget Manager Department
Marketing Plan Completion 20/3/21 27/03/21 TK 0 Marjia Marketing
Wed Site completion 20/3/21 01/4/21 50000 Outside firm Marketing
Advertising campaign 29/3/21 01/04/21 6000 Marjia Marketing
Development of retail channel 20/3/21 30/11/21 0 Marjia Marketing
Totals 56000
6.1 Implementation
The milestones identify the key marking programs (Table 4). It is important to
accomplish each one on time and on budget (Table 5).
Worst-case Risks